Impact of Sales Promotion on Sales Volume, in Unilever (Nig.) Plc

Impact of gross sales promotion on sales volume, in UNILEVER (Nig. ) PLC Introduction For years, more(prenominal) or less companies concentrated their promotional functions with the use of sales promotions through mass media advertising. In some all aspects of marketing communication, companies depend on expertise of advertising agencies. Although, most marketers pick up already introduced and employ other marketing communication and promotional tools, package design firms, choose marketing agencies and sales promotion were generally considered as supplementary services and were only used on specific projects.Agencies on public relations were employed to handle the affairs, publicity and image of a party to the targeted public. However, these services were non regarded as vital processes in marketing communication. Traditionally, marketing practices were founded within strong barriers wherein confused functions on marketing and promotion are planned and managed separately, with specific market views, budgets, goals and objectives. During this time, marketers failed to realize the importance of coordinate all marketing tools in order to enhance communication and image to target markets (Moore and Thorson, 1996).By 1980s, several organizations encounter understood and realized the effective strategy behind the integration of various promotional tools. Later, this marketing move up was termed as the integrated marketing communications or IMC. This involves the incorporation of different promotional elements and marketing activities used in communicating with the companys clients (Moore and Thorson, 1996). A significant transition on marketing go up occurred as marketers were no longer concentrated on solely using media advertising for marketing.Moreover, several companies began to go beyond conventional practice and used other promotional specialists to improve and implement their market plans. Benefits on Sales Volume in Unilever One of the compani es operating in Nigeria is Unilever. The company provides different range of products. In order to gain customer response and large sales volume, the company has been able to use sales promotionm. Advertising or promoting a particular product can be done in eightfold ways. Depending on the target market, the product being endorsed and the budget the company can allocate, advertising strategies are almost limitless.Through proper planning, design and execution, advertising can effectively draw customer response, which could either be confirmatory or negative. One of the conventional strategies of drawing out customer response out of advertising is by incorporating humor. Though the effect of humor on overall customer response remains unclear, commercial designers dispose to integrate this aspect due to its capability to cause reaction, such as amusement. The main idea of place humor in advertisements is to enable retention among consumers and enhance product appeal.The use of 3D advertising promotes online realistic experiences which generally enhances product value. The interactive aspect of this approach wins consumers to go into an active shopping experience, which in round of drinks increases interested consumers (Biocca, Daugherty and Li, 2002). The use of technology then draws out customer response through the added visual and interactive aspects. This particular approach can actually be applied to Thornton Fencings official website. Considering its grand product line, 3D advertising can enhance the browsing experience of online visitors, ultimately leading to more and better customer responses.Sales promotion is another current trend in advertising. Establishing business home pages for offer goods and services require relatively minor costs thus, this approach is attractive and practical for both merchants and naked business entrants. Theoretically, anyone who has access to the profit can visit the company website and enter the market. Aside fr om broadened market access, the net profit enables merchants to attain direct access to their consumers. This helps retailers avoid undergoing several intermediaries before reaching the consumers hence, business deals are make faster.Furthermore, this method helps avoid particular intermediary costs like distribution inventories as well as the maintenance of costly retail shops. However, such advertising approach also entails problems such as plagiarization and violation of property rights. Several models have been proposed in order to evaluate the impact of advertising to consumer behavior. In the model developed by Rodgers and Thorson (2000) for example (See Figure A), the model shows a number of factors in internet advertising that can influence consumer behavior.The consumer-controlled section on the first part of the model identifies the different factors that encourage consumers to use the internet. Their reaction or response to advertisements seen on the net will depend on t he advertiser-controlled factors as well as the consumer mode. Ad types, formats and features play a significant role in influencing consumer behavior, leading to nine-fold results as indicated in the outcomes section. Reference Assael, H. (1995). Consumer behavior and marketing action. 5th ed. Cincinnati South Western College. Bailey, S. , and Schultz, D. (2000). Customer/ defacement Loyalty in an Interactive Marketplace.Journal of Advertising Research, 40(3), 41. Biocca, F. , Daugherty, T. and Li, H. (2002). Impact of 3-D Advertising on Product Knowledge, marker Attitude, and Purchase Intention The Mediating Role of Presence. Journal of Advertising, 31(3), 43+. Kotler, P. and Armstrong, G. (2001). Principles of Marketing. Englewood Cliffs, NJ Prentice Hall. Moore, J. & Thorson, E. (1996). Integrated Communication synergism of Persuasive. Mahwah, NJ Lawrence Erlbaum Associates. Stock Market Auto loan calculator Our Recommendations images Buzz marketing in Web2. 0 images HOTEL SA LES AND CLIENT RELATION images Marketing and Branding Business OpportunitiesBusiness Softwares Visitors to this page also liked depletejit is nurture about this page. Check back in a few minutes for recommended reading. 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Only SG$ 25/ page. ww. ivythesis. com 4 Category Marketing, Marketing Plan Technorati Tags budget, consumer behavior, Essay, marketing, media advertising, sales promotion, sales volume, samples, strategies, target market, Unilever (Nig. ) PLC TrackBack TrackBack URL for this entry http //www. typepad. com/services/trackback/6a00e00987fe5188330133f29eb5a0970b Listed downstairs are links to weblogs that reference Impact of sales promotion on sales volume, in UNILEVER (Nig. ) PLC Comments Feed You can follow this conversation by subscribing to the comment feed for this post. Post a comment If you have a TypeKey or TypePad account, please Sign In ()Your Information (Name is required. Email address will not be displayed with the comment. ) Malaysia Essays RM 40 www. ivythesis. com Custom dissertations. We write it for you. Only RM 40/ page. Essay Writing Australia www. ivythesis. com Send us your essay instructions. We write it for you. Only AUD$27 per page. 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